Hong Kong based brewery Young Master has launched a whole new product line in a milestone development expanding beyond its core beer portfolio.
HIGHERTHAN, a collection of modern-day canned highball style cocktails have been conceived with Asian flair, lending new expression to evergreen flavours from all over the region.
This series of ready-to-drink cocktails strives to embody the street-smart grit, free spirit, and tall aspirations of the new global community and complements Young Master’s core craft beer program.
As disquiet from pandemic lockdowns induced many to embrace new hobbies, Young Master’s R&D team began obsessing over creating a whole new product line. From crafting bespoke spirits in partnership with distilleries around the world to designing edgy yet elegant flavour combinations, the process drew much from the spirit of innovation that underlies the brewery’s DNA.
With this launch, the goal remains the same as with Young Master’s beer portfolio – to further the dream of nurturing Asian craft by drawing upon its experience in creating exciting new drinks.
The first three products released in this new series include MALA MULE, an electrifying take on a classic Mule buzzing with Málà heat, SALTED LIME HIGHBALL, a crushable salt-cured lime highball delivering familiar comfort and IRON GODDESS TEA WHISKEY HIGHBALL, a brooding whiskey highball with king grade Iron Goddess tea.
HIGHERTHAN launches in Hong Kong at select locations including Marketplace by Jasons later this month. The new product line will make it to Singapore in June via Young Master’s own team on the ground based out of their bar The Guild.
In late summer the team is hoping to launch HIGHERTHAN in the U.S. in partnership with B United International.
Cans from the series are currently available for home delivery in Hong Kong via Young Master’s flagship online store at $120 for a 6-pack at http://www.higher-than.com.